Good Guy, Bad Guy: Negotiation Tactic or Trust Buster?

The “good guy, bad guy” routine is a negotiation tactic straight out of a cop movie. One negotiator plays the friendly, understanding role, while the other acts like a tough cookie, squeezing concessions from the other party. But is this tactic all it’s cracked up to be? Let’s take a look at how it works, if it’s effective, and if there’s a better way to negotiate.


  • Cast of Characters: Imagine this – one negotiator plays the reasonable “good guy,” seemingly willing to compromise. The other takes on the uncompromising “bad guy” role, pushing demands and offering limited flexibility.
  • Playing the Psychology Card: This act aims to create pressure. The contrast between the “good guy’s” willingness to budge and the “bad guy’s” inflexibility can make the other party feel like they need to concede to avoid conflict and get the “good guy’s” seemingly better offer.
  • Leveraging the Contrast: The “good guy” presents themself as the voice of reason, suggesting that any concessions from them are a result of their fight against the “bad guy’s” rigidity. This supposedly makes their terms seem more appealing.

  • Quick Fix, Not a Long-Term Solution: This tactic might snag you some concessions in the short term, especially if the other party wants to avoid a fight.
  • Burning Bridges: But be warned – repeated use can damage trust and relationships. Once the other party catches on, future negotiations become more difficult.
  • Backfire Potential: If they perceive this tactic as manipulative or dishonest, it can backfire completely, leading to resistance and a complete rejection of your offer.

  • Transparency is Key: Negotiation involves strategy, but there’s a line between strategy and dishonesty. Building trust through transparency is crucial. Respect the other party’s intelligence – they’ll likely see through this act.
  • Fairness Matters: The goal should be a win-win, not a win-at-all-costs scenario. Tactics that pressure unfair concessions can lead to unsustainable agreements that fall apart later.

  • Mutual Gains: Focus on creating value for both sides. Explore the underlying interests behind each other’s positions. This can lead to more sustainable and positive outcomes for everyone involved.
  • Open Communication: Negotiations built on open communication, clear goals, and mutual respect foster a collaborative environment that can lead to better overall results.

The “good guy, bad guy” routine might seem like a clever trick, but building trust and genuine connections is a far more sustainable strategy in the long run. By approaching negotiations with transparency, fairness, and a focus on mutual benefit, you can secure agreements that are not only successful but also lay the groundwork for positive future interactions.

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